Simha Mummalaneni

Assistant Professor of Marketing

I am an Assistant Professor of Marketing in the Foster School of Business at the University of Washington. My research interests include competitive strategy, online platform markets, pricing, advertising, and auctions, with a particular focus on markets in which firms' marketing activities are affected by regulation or public policy.

Research

  1. Affirmative Action as a Cost Cutting Tool in Procurement Markets [pdf]
  2. Providing preferential treatment to certain types of vendors in B2B markets can reduce purchasing costs for the buyer.

  3. Product Placement Effects on Store Sales: Evidence from Consumer Packaged Goods (with Yantao Wang, Pradeep Chintagunta, and Sanjay Dhar)   [pdf]
  4. Product placement on TV can be more effective at increasing sales for commonly purchased CPG brands than traditional TV advertising.

  5. Vendor Pricing and Participation in Business Markets with Affirmative Action Policies [pdf]
  6. Affirmative action programs in B2B markets have a strong effect on vendors' decisions regading whether to bid on contracts, but does not affect their pricing decisions.

  7. Persistent Buyer Biases in Procurement Markets
  8. When given ownership details about vendors, buyers in online B2B markets display a bias against purchasing from women-owned and minority-owned vendors.

Teaching

  1. Customer Analytics   (MKTG 462 & MKTG 562)
  2. Customer Analytics addresses how to use data analytics to learn about individual customers and market to them throughout the entire customer life cycle.

    This course focuses on how companies can use individual-level data to target customers, send them individualized offers, predict their purchasing patterns, recommend new products to them, and retain them over the long run.

  3. Advanced Marketing Strategy   (MKTG 505)
  4. Advanced Marketing Strategy focuses on understanding, developing, and evaluating marketing strategies throughout the product life cycle.

    A good marketing strategy ensures that a company's marketing decisions are internally consistent and well-suited for the competitive situation at hand. In this course, students will learn how to develop a marketing strategy that will yield long-term success.

  5. Business to Business Marketing   (MKTG 411 & MKTG 511)
  6. Business to Business (B2B) Marketing addresses how to understand, create, and deliver value when selling goods and services to other businesses, governments, and institutional customers.

    In this course, students will learn how business markets differ from consumer markets, how to assess opportunities in business markets, and how to make marketing decisions that enable a B2B company to generate and deliver value for itself, its business partners, and its customers.

CV



Employment

Foster School of Business, University of Washington, Seattle, WA
Assistant Professor of Marketing, 2016 - present

Education

Kellogg School of Managagement, Northwestern University, Evanston, IL
Ph.D. in Marketing, 2016
M.S. in Marketing, 2012

University of Chicago, Chicago, IL
A.B. in Economics and Political Science, 2010

Contact

Mailing Address:
Simha Mummalaneni
Foster School of Business
University of Washington
Box 353226, 487 Paccar Hall
Seattle, WA 98195-3226

Email:
simha@uw.edu

Office:
Paccar 487